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on 7 March 2014

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This is very professional looking, but is nothing to do with, or has any investment, from the creators of Sherlock. It gives information about the:

Behind the scenes
News and events surrounding the show
The Baker Street Babes
This specific branch of the Sherlock fan
community seems to define the word prosumer;
Feminist group
More for fan creativity
Links to other Sherlock sites/contributors
Promotes Kickstarter
Links to other blogs
Holds events such as conventions and charity events
User Generated Content and Poaching
“Convergence culture describes a moment when fans are central to how culture operates” (Jenkins 2006 : 1)
Sherlock seems to be one of the most screen-adapted fictional characters ever, but it seems to be the 2010 BBC edition which fans have really taken an interest in.
Fandom Culture
Dedicated fans such as the ones of Sherlock seem quite sensitive about their fan art/fiction and their communities.

Just recently at a event for Sherlock, writer Caitlin Moran got the two main characters to read out some fan fiction she found online, the fan was outraged as she was left feeling humiliated and segregated.
Sherlock Fan Culture
Rival goods:

They sell their own merchandise through an online store (Clothing, mugs, badges, bags, art etc)

Non-rival goods:


Articles/reviews on episodes or events

Videos produced by other Sherlock fans
Transformative Works and Copyright

Merges footage from Doctor Who and Sherlock with some very clever CGI

The Baker Street Babes posted this video up onto their website in the fandom section

Wholock wasn’t made to make a profit and creates a new storyline, therefore can be classed as a transformative work and doesn’t go against copyright laws.
Culture Context
Culture Context:

The Baker Street Babes is a fan site run by all girls

These girls are from all over the world

Shows how internationally successful the Sherlock series is.

The female Sherlock fanbase is much bigger than the male fanbase.
Matt Hills
Sherlock Fans
“Participatory culture is anything but fringe or underground today” (Jenkins 2006: 2)

'Corporations have thus maneuvered themselves into the paradoxical position of seeking to generate maximum emotional investment by consumers in a given content brand' (Murray 2004:10)
Economic Benefits and The Gift Economy
'The economic benefits accruing to content owners are two fold, successful content franchises drive short term revenue by extensively cross promoting conglomerate properties on diverse platforms.' (Murray 2004:9)
Picture sourced from: http://en.wikipedia.org/wiki/Sherlock_(TV_series)

These online sites have led to fans joining together and become members of a participatory audience, creating websites like 'The Baker Street Babes' and 'Sherlockology'.

“The word ‘fan’, in popular usage, is slippery and expansive enough to include a broad range of different kinds of relationships to media from the highly individualistic to the high social” (Jenkins 2013 : xiv)

Picture 1 sourced from: http://www.sherlockology.com/
Picture sourced from: http://bakerstreetbabes.com/
Jenkins, H. (2006), Fans, Bloggers, and Gamers: Exploring Participatory Culture. NY: NYUP

Jenkins, H. (2013) Textual Poachers Television fans and participatory culture. New York: Routledge
He questions whether these fan communities and digital fandoms are doing the producers a favor or are just a problem.

In one sense the websites dedication makes Sherlock desirable and adored by many people, which is brilliant for publicity, yet the dedication these fans have, by set reporting, taking pictures for the rest of the fans, does spoil it for them.

Producers don't necessarily want these hybridized popular knowledge's accessible to anyone else. Yet it seems ''Fan desire for production transparency'' will always appose this. (Hills 2014)
''Technology has now advanced to the giddy point that anyone with a vested interested in the characters can contribute their own fan works, which shifts the classic author-reader relationship to a much more varied, collaborative, inter-textual one'' (Stein 2012)
Stein, L. (2012) SHERLOCK AND TRANSMEDIA FANDOM: Essays on the BBC Series. McFarland & Company, Incorporated
Jenkins, H. (2006), Fans, Bloggers, and Gamers: Exploring Participatory Culture. NY: NYUP
Picture sourced by: http://www.movieviral.com/2012/02/04/sherlock-fans-create-diy-guerilla-marketing-campaign-believe-in-sherlock/
Audiences 'move across lands belonging to someone else, like nomads poaching their way across fields they did not write, despoiling the wealth of Egypt to enjoy it themselves' (De Certeau 1990)
'Trespass upon other property; they grab it and hold onto it, they internalize meanings and remake these' (Jenkins 2013)
Picture sourced from: http://bakerstreetbabes.com/
'Cult works were once discovered; now they are being consciously produced and designed to provoke fan interaction (Jenkins 2006:145)
Audience believes there is less of a power imbalance and therefore more in control of what is on screen
But really just to make profit
Murray, S. (2004) “‘Celebrating the story the way it is’: cultural studies, corporate media and the contested utility of fandom” Continuum: Journal of Media & Cultural Studies 18 (1): 7-25
Techniques to make money:

Charity Events
Selling Merchandise
Murray, S. (2004) “‘Celebrating the story the way it is’: cultural studies, corporate media and the contested utility of fandom” Continuum: Journal of Media & Cultural Studies 18 (1): 7-25
The Sherlock fanbase is a very large, international group, mainly filled with females. They all join together to put their passion, skills and creativity into these websites, the fan fiction, fan art and videos. By meeting these people online they are able to create friendships and discuss in depth their love for Sherlock without being judged. With the help of donations they are able to further their work and possibly encourage others to join in.
Hills, M. Set reporting, spoilers & previews : The 'mediatized rituals' od digital fandom? (2014)
Picture 1 sourced from: http://www.sherlockology.com/
Picture 2 sourced from: http://bakerstreetbabes.com/
Full transcript